Purpose Drives Change

It has been 40 years since the first case of AIDS was reported in San Francisco. Since then, there has been huge progress in HIV prevention, treatment, and care to address this epidemic. NGOs, governments, corporates, communities, individuals have ever since the 1980s worked on increasing awareness on HIV and advocating action to address this deadly disease. By June 2021, 28.2 million people had access to HIV treatment, up from 7.8 million in 2010, although progress can be made faster with higher investments and a bigger role of all key players especially now seeing high vulnerability amid the COVID-19 Pandemic.

During this pandemic, digital and social media dependence has increased. There is a huge opportunity to unleash purpose led campaigns based on the themes like Inclusion, Awareness, Consent, Protection and Equity to a much wider audience in a shorter timeframe. With Durex our interventions are focused on the youth who are vulnerable and ready to explore the world in all its glory. They are open & curious and one of the things that they are extremely keen to know about is sex.  

As one of Reckitt’s leading brands, Durex, a 91-year-old brand has been pushing boundaries and communicating the important message of sexual health and wellbeing. The brand has taken on the added responsibility to educate the youth on this delicate subject and help them understand their rights, needs and priorities towards their health and wellbeing. We are working hard towards our purpose which is to protect, heal and nurture in the relentless pursuit of creating a cleaner and healthier world.

We are aware that countries with laws and policies aligned to evidence, strong community engagement and participation and robust and inclusive health systems have had the best outcomes, whereas the regions with the largest resource gaps and countries with punitive laws that have not taken a rights-based approach to health have fared the worst. Therefore, we aim to create communities to drive change through ambassadors and campaigns that are focused on making access to the highest quality hygiene, wellness, and nourishment a right and not a privilege.

The Global AIDS Strategy 2021–2026: End Inequalities, End AIDS is a long-standing global promise, the urgency of which has only increased post the pandemic. In 2015, all countries pledged to reduce inequalities within and between countries as a part of the UN Sustainable Development Goals. Ending AIDS and tackling inequalities will advance the human rights of key populations and people who are living with HIV. It is critical to make societies better prepared to address these critical issues and ensure that ‘No One is Left Behind’. Fulfilling the promise to tackle inequalities will save millions of lives, will support economic recovery and stabilise and benefit the society as a whole.

Ending inequalities requires transformative change that promotes inclusive, social, and economic growth. Laws, policies, and practices need to protect every individual’s right and pay attention to the needs of disadvantaged and marginalized communities. It is time to act!

There are my three Mantras which I believe will be gamechangers towards making a difference-

• Engage culturally adaptive drivers and tools for driving behavioural change
• Unlock the true purpose that will help create a wider impact
• Reduce key barriers to open & curious consumers in terms of visibility, equity and trial

Let us join hands to create a robust ecosystem to address inequalities.